European chocolatier merci wanted to drive non-seasonal relevancy and inspire everyday gratitude through a Mother’s Day program to directly connect with the brand’s core audience: moms. H5 launched a digital campaign leveraging owned social, native editorial content, and influencer partners designed to amplify the unique characteristics of merci Chocolates and create dialogue among the brand’s target audience.

Agency H5 created #merciMomTribe to encourage moms to express gratitude to their core group of friends, family and supporters who help them navigate motherhood. In the weeks leading up to Mother’s Day, a team of highly curated influencers held special brunches, complements of merci, to thank their very own Mom Tribes.

The program helped to increase aided brand awareness YOY through generated media coverage and above average Facebook social content engagement. H5 was also tasked with executing a second Mom Tribe program which generated additional coverage and drove measurable purchase consideration.